Marketing technology discussions are dominated by AI, but three other structural shifts are underway according to [MarTech](https://martech.org/look-past-ai-to-see-where-martech-is-going/).
The era of unchecked software accumulation has ended. Marketing departments previously bought isolated point solutions or expensive all-in-one suites, which created fragmented data ecosystems and ballooning budgets. Leaders are now auditing infrastructure for feature overlap and purging underused software.